Traffic is only half the equation. If your landing pages are not converting, you are paying for visitors you cannot keep. Use this practical CRO checklist to improve clarity, build trust, and turn more clicks into customers.
Message Match and Clarity
- Headline mirrors the ad or link that brought visitors in
- Value proposition is clear within 5 seconds
- One primary goal per page
Above-the-Fold Essentials
- Single strong headline and short supporting copy
- Primary CTA visible without scrolling
- Hero visual supports the offer, not distracts
Trust and Risk Reduction
- Testimonials or reviews near the CTA
- Logos of clients or partners if applicable
- Clear guarantees, refunds, or trial details
- Security badges for checkout or forms
Form Optimization
Every extra field reduces conversions. Keep it lean:
- Ask only for information required to take action
- Use inline validation to prevent errors
- Offer alternatives like chat or call if the form is long
Mobile Experience
- Buttons are large and easy to tap
- Form fields are stacked and readable
- Page loads in under 3 seconds on mobile
CRO reminder: Small changes win. Test one change at a time to isolate impact.
Testing and Analytics
- Set up goal tracking for every CTA
- Run A/B tests on headlines, CTA copy, and layouts
- Review heatmaps to spot friction areas
- Monitor conversion rate by traffic source
Quick Wins You Can Implement Today
- Reduce headline length and sharpen the offer
- Move testimonials above the fold
- Switch CTA from generic to benefit-driven text
- Remove a non-essential form field
Conclusion
Great landing pages remove friction, build confidence, and guide visitors to a single action. Use this checklist to prioritize high-impact improvements and compound results.